Internationalisation strategy of café coffee day (mnc)

1. INTERNATIONALISATION
STRATEGY OF
CAFÉ COFFEE DAY

2. CAFÉ COFFEE DAY
• Café Coffee Day (abbreviated as CCD) is an Indian café chain
owned by Amalgamated Bean Coffee Trading Company.
• Amalgamated bean coffee trading company (ABCTC) is in the city
of Chikkamagaluru district in the Indian state of Karnataka based
company which grows coffee in its own estates of 12,000 acres
(4249 hectares).
• Café Coffee Day was started as a retail restaurant arm of ABCTC
in 1996. The first CCD outlet was set up on July 11, 1996, at
Brigade Road, Bangalore, Karnataka.

3. • Amalgamated Bean Coffee Trading Company Limited
(ABCTCL) produces, markets, and sells coffee and tea to
customers in India and internationally.
• The company operates through five divisions: Cafe Coffee
Day, Coffee Day Xpress, Coffee Day Beverages, Coffee Day
Fresh and Ground, and Coffee Day Exports.
• The Cafe Coffee Day division owns and operates coffee shops
and stores in India that provides hot and cold coffees, various
exotic international coffees, food, beverages, desserts, and
pastries.

4. STRATEGIES OF CCD FOR
COMPETING IN GLOBAL
MARKETS
ONE COUNTRY PRODUCTION BASE
MULTI- COUNTRY STRATEGY
BRAND EXPERIENCE
REINFORCING BRAND WITH CLUSTER APPROACH

5. MULTIPLE FORMATS
COMPANY OWNED FRANCHISEE
VERTICAL INTEGRATION
CCD’S EXPANSION STRATEGY
CCD’S INTERNATIONAL EXPANSION STRATEGY
CCD’S NEW BRAND IDENTITY

6. CAFÉ COFFEE DAY
• Cafe Coffee Day is India's favorite coffee shop where the
young at heart unwind.
• CCD of USA, Europe and Japan not only buy coffee from India,
but also makes India the top coffee exporter!

7. CONCLUSION
• CCD is now looking at more café formats to try in new
outlets.
• They are planning on having sports cafés, single’s cafes and
fashion cafes.
• Also, CCD is planning on opening more lounge cafes across
the country.
• CCD’s mission is a simple one, to be the best Cafe chain by
offering a world class coffee experience at affordable prices.

8. THANK YOU